In a strategic initiative to revolutionize digital advertising in African e-commerce, Jumia (NYSE: JMIA), the continent’s leading online marketplace, has replatformed its retail media advertising to Mirakl Ads, a state-of-the-art retail media solution. This move aims to enhance seller performance, elevate customer experience, and accelerate Jumia’s advertising monetization strategy by leveraging AI-powered sponsored product ads.
Jumia and Mirakl Ads: Leading Africa’s E-Commerce Advertising Evolution
With the global retail media market projected to reach $204 billion by 2027 and grow at a compound annual growth rate (CAGR) of 17.2%, Jumia’s integration of Mirakl Ads positions it at the forefront of this rapidly expanding sector. The partnership equips sellers—ranging from large brands to small vendors—with enterprise-grade advertising technology that boosts product visibility and sales across key African markets, including Nigeria, Kenya, Ghana, Uganda, Egypt, Senegal, Ivory Coast, Algeria, and Morocco.
“Advertising is a key growth lever in our marketplace strategy,” said Francis Dufay, CEO of Jumia. “Partnering with Mirakl allows us to scale quickly, offering smarter advertising tools to sellers and a more personalized shopping experience to customers. This directly supports our goal to grow gross profit and accelerate our path to profitability.”
Faster, Smarter, and More Profitable Advertising
Within just two months, Jumia launched Mirakl Ads, showcasing the platform’s rapid deployment and seamless integration capabilities. The solution now live delivers:
- AI-powered optimization for smarter ad targeting
- Automated campaign management enabling faster execution
- Enhanced product discoverability driving higher conversion rates
- Advanced analytics providing detailed ROI and ad performance insights
These features empower sellers to run impactful advertising campaigns directly within the Jumia marketplace, reaching millions of active online shoppers with personalized and relevant product recommendations.
Unlocking Revenue Growth and Seller Success
The switch to Mirakl Ads represents more than a technology upgrade; it signals a strategic shift in how Jumia monetizes its platform while strengthening seller and customer relationships. The platform offers personalized ad placements, real-time bidding, and data-driven insights that create a seamless, ROI-focused advertising experience.
“Jumia’s decision to adopt Mirakl Ads validates our platform’s ability to deliver measurable impact at scale,” said Adrien Nussenbaum, co-founder and Co-CEO of Mirakl. “Together, we’re unlocking new levels of growth for African sellers and delivering a more engaging shopping experience for consumers.”
A Landmark for African E-Commerce and Digital Innovation
This partnership marks a significant milestone in the growth of retail media in Africa, merging global technology leadership with local market expertise. As Jumia expands its digital ecosystem—from payments and logistics to advertising—it continues to reinforce its position as Africa’s premier e-commerce and digital services platform.
